Some asked what exactly this meant (As Polaroid Originals, TIP [The Impossible Project] would have now have household name recognition which would enable them to reach a broader audience of consumers, and we as photographers wouldn’t have to constantly explain what Impossible Project was to people on the street).

There was also wide spread disappointment that the announcement said nothing regarding the status of pack film / peel apart, which since F***’s discontinuation of FP-100c last year has left photographers who loved the look of that film in a lurch.